A survey of customer perception of telephone provider's value propositions in Nairobi

Abstract

The study was carried with the aim of establishing how the users of fixed line and mobile telephone service perceive value and whether it compares to what the provider proposes. In order to achieve the objectives a questionnaire with both structured and semi-structured questions was administered to the respondents with the aid of research assistant. A sample of ninety (90) respondents was selected from the three service providers i.e Safaricom, Kencell and Telkom (K). The marketing and Sales Manager from each of the service provider was also interviewed to establish the proposed value of the respective firms. The data was collected from the respondents at the service provider's customer service outlets in the city center. The data collected was analyzed using mean scores, frequencies, and presented in tables. A five point likert scale was useful in identifying and measuring the extent of perceived value by the respondents. Correlation analysis was done so as to relate the extent of value perception on the use of telephone services to the respondent's demographics such as gender, age and education level. From the fmdings of the study the following conclusions were made: • Users of telephone services in Kenya with different demographic variables perceive value differently. • It was also established that perception of value varies from one service provider to another. • There was no significant difference between perception of value and customer expectations of the fixed line service provider. • There was a significant difference between customer expectations of mobile services and the perceived value.